The product
We all face real relationship challenges. In fact, millions of couples struggle and don't get the help they really need. Traditional couple therapy is not tailored for everybody, is not very accessible, and is usually expensive.
Ritual brings a fresh look to this. Instead of striving for the perfect relationship, they believe you can build a better one with the right tools. This is Relationship Health 3.0, a digital service where you can get the help you need, at your own pace, and even without your partner.
It includes 1:1 sessions with therapists and also a wide range of videos, audio, and articles to teach users new skills, as well as guided reflections and check-ins throughout the journey.
Opportunity
The opportunity was exciting. In fact, the product was at a very early stage and the vibe was yet to be set. From signing up on the website to landing on the app for the first time, the experience had to be smooth and relaxed while setting the right expectations and delivering value from the start.
The onboarding is an essential experience for a digital product. After all, you need to get that first impression right!
Flow overview
* Splash and Carousel
We onboarded the user from the very start with an intro screen and carousel to explain the main values of the product.* Questionnaire to insight (Typeform)
No one likes to answer too many questions but everyone likes to learn about themself so we turned the questions into a quiz where users get results about how they stand in their relationship.
* Pricing & Payment
From there user moves to subscribe to Ritual. Whether you're playing solo or as a couple, the user can select different frequencies of 1:1 sessions with a therapist and then his billing preference.
* Create an account / Login
We put the focus on clarity to help new users to create an account / Existing users log in. The basics of this flow also include providing a way to recover their password and covering the main input error states.
* Pick a Pathway and finally start
Once you're in, you just have to pick the Pathway that fits your relationship goal, and then we take you to a short walkthrough that highlights the main feature of the app.
Style & art direction
The timing was also right to design that flow. Not only we had to deliver the smoothest user experience and build a solid Design System, but it was also the opportunity to develop Ritual's visual language and push its direction to another level.
We wanted to get a fresh product, fueled with the hope of a better future as a couple and as a self. The design had to reflect a modern approach to couple therapy that tells users the future is bright and a lot can be done.
Branding
I kept the existing logo and logotype and added the zig-zag to symbolize the ups and downs of a relationship while orienting towards to top to imply progress.
Colors
We used the reddish color as a primary color as it is usually associated with love, passion, or energy. We used accent colors to give it a friendly mood and highlight specific elements. Green for growth and with a slight touch of purple for modernity and spirituality.
Typography
As far as typography is concerned, I also took advantage of the existing branding and kept the main font used, Garnett. This font is a "sturdy, contemporary Grotesk that glows with the affable quirkiness of 19th-century metal type" font that when used with big titles really shines.
Illustrations
I involved the team to select the right style and eventually picked the one that had the right balance between playful and down-to-earth as well as provided a wide variety of ready-made illustrations.